Target to Remove Cereals With Artificial Colours
Target says it will stop selling breakfast cereals made with synthetic food colours by the end of May, becoming the latest major retailer to respond to growing criticism of ultra-processed foods.
The US retail giant announced the move on Friday, citing changing consumer preferences and rising demand for products with simpler ingredient lists. The decision also follows mounting political pressure on food companies to phase out artificial dyes.
Artificial colours have come under increased scrutiny as part of a broader push against processed foods championed by US Health Secretary Robert F Kennedy Jr and his Make America Healthy Again initiative.
“We know consumers are increasingly prioritising healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, Target’s chief merchandising officer.
Target said cereals made without synthetic dyes already account for about 85% of its cereal sales, but the company declined to say whether manufacturers would reformulate products to remain on its shelves.
Other retailers are moving in a similar direction. Walmart has previously said it plans to eliminate synthetic dyes and dozens of other ingredients from its private-label food products by January 2027.
Food manufacturers are also responding. Companies including General Mills, Kraft Heinz and Conagra Brands have committed to removing artificial colours from many products over the coming years. General Mills said it remains on track to eliminate synthetic dyes from all its US cereals by this summer.
The shift comes after Kennedy announced plans last year to ban eight commonly used artificial food dyes, while urging companies to move away from ingredients such as corn syrup and seed oils. Separately, Coca-Cola agreed last summer to use cane sugar in its US soft drinks.
Concerns over ultra-processed foods have found rare bipartisan traction. In December, the city of San Francisco sued several major food manufacturers, alleging they knowingly sold products linked to rising rates of serious health conditions.
Target’s accelerated timeline places it ahead of some competitors and manufacturers, signalling how quickly retailers are reshaping shelves as health concerns and regulatory pressure continue to mount.
